The short answer
Accept it, then ask what their priorities are right now. If your offer connects to one of them, say how in a sentence. If it does not, agree when it might, and ask permission to check back then.
The example exchanges on this page use a seller offering an employee scheduling tool to the general manager of a restaurant group.
What they actually say
The words change; the objection doesn’t. All of these belong on this page:
- “This is not a priority right now.”
- “It’s not top of the list.”
- “We’ve got bigger fish to fry.”
- “Maybe later in the year.”
- “We’re focused on other things.”
What it usually means
Priorities are real and limited. This usually means your problem has not connected to one of theirs yet.
Genuinely other priorities
They are busy with something that matters more now.
How to tell: They can name what they are focused on.
They do not see the problem
It does not feel urgent because they do not feel the cost.
How to tell: “It works well enough.”
A soft no
Easier than saying not interested.
How to tell: No detail, no timing, no curiosity.
Prevent it earlier in the call
The best answer to this objection is usually given before it is raised.
Ask about priorities early
“What’s the main focus this year?” lets you connect to it before the brush-off.
Quantify the problem
A problem with a cost attached competes with priorities better than one without.
The core move
Whatever style you sell in, the skeleton is the same.
Accept it
“Understood. Everyone’s got more to do than time.”
Ask what is a priority
“What’s taking most of your focus at the moment?”
Connect if it is true
If your offer helps with that priority, say how in one sentence.
If not, ask about timing
“When would it make sense to look at this, if ever?”
Agree a specific check-in
A month and a reason, not “sometime”.
How each style handles it
The selling styles in Coach agree on the skeleton and disagree on almost everything else: tone, pace, and how hard to push. Here is the same objection through four of them.
Question-Led Discovery
Question-Led Discovery explores their priorities and looks for a genuine connection.
Example
BuyerIt’s not a priority right now.
SellerFair enough. What is taking your focus?
BuyerOpening the new site in spring.
SellerHow are you planning to staff it?
Why it works. Often the buyer’s own priority is where your offer fits.
Where it breaks. Do not force a connection that is not there.
Permission & Disqualify
Permission & Disqualify offers to step away and lets the buyer decide.
Example
BuyerWe’ve got bigger fish to fry.
SellerUnderstood. Should I leave it there, or is there a time it would be worth a conversation?
BuyerMaybe after the summer.
SellerWould September be all right to check back?
Why it works. Low pressure makes an honest answer about timing more likely.
Where it breaks. Offering to leave means being willing to leave.
Structured Objection Work
Structured Objection Work separates “not a priority” from “not interested”.
Example
BuyerIt’s not top of the list.
SellerUnderstood. Is that about timing, or is it something you don’t think you need?
BuyerTiming. We’re stretched.
SellerThen when would be better, and what would need to have happened?
Why it works. Knowing which it is tells you whether to follow up or move on.
Where it breaks. If it is “not needed”, respect that and do not treat it as a timing objection.
High-Energy Close
High-Energy Close tests whether the problem is costing them now, with enthusiasm rather than pressure.
Example
BuyerWe’re focused on other things.
SellerMakes sense. Quick one: how many hours a week go on rotas right now?
BuyerHonestly, most of a day.
SellerThat’s a day you could put into the new site. Worth fifteen minutes to see?
Why it works. Energy plus a real cost can move something up the list.
Where it breaks. If they still say no, stop. Enthusiasm is not permission.
Mistakes to avoid
Arguing that it should be a priority
You do not know their business better than they do.
Inventing urgency
Fake deadlines or scarcity are pressure tactics and lose trust.
Agreeing to “call me sometime”
Without a date and reason, follow-up feels like a cold call again.
Ignoring what their priority is
Their answer tells you how to open next time.
When to stop
If they say it will not be a priority, accept it. Ask whether you may check back in a specific month, and accept a no.
Practise it with Selly
Reading about an objection and answering one out loud are different skills. Three short reps:
Rep 1: find the priority
Choose Question-Led Discovery. Ask what their priority is and look for a genuine connection.
Rep 2: timing or need?
Choose Structured Objection Work. Find out whether it is timing or no need.
Rep 3: the check-in
Choose Permission & Disqualify. Agree a specific month to check back.
What Selly scores: Selly scores whether you found out what the buyer’s priorities are and ended with either a genuine connection or an agreed check-in. Arguing about priorities scores low. Inventing a deadline fails the call outright.
Questions
How is this different from “call me next quarter”?
Similar. “Next quarter” gives a time; “not a priority” often does not, so you need to ask.
Should I send information anyway?
Only if they want it. Ask what would be useful to have when the time comes.
What if their priority has nothing to do with me?
Say so and agree a check-in, or leave it.